STUDY REGARDING CONSUMPTION OF ORGANIC PRODUCTS IN ROMANIA

The recent statistical data and market studies have shown that the organic products market is on a continuously upward trend in Europe and globally. For Romania, organic agriculture represents a market niche that is still insufficiently exploited, with a definite and real development potential of the agricultural sector. The role of the consumer is decisive for the evolution trends and future prospects of any market. A questionnaire based quantitative research was done to find out the Romanian consumers’ behaviour related to organic products, which allowed the establishment of the weight of organic products consumers within the population interviewed, the extent to which the characteristics of organic products, brands and categories known and consumed are acknowledged. The study also pursued the evaluation of motivational factors which determine the purchase, market appraisal between the alleged favourable attitude towards organic products and product consumption, the evaluation of the way in which the Romanian organic products’ quality is perceived in relation with their price. The study shows an increase in consumer interest for “healthy” products, so that the change according to their behaviour shall generate an increase in the organic products market in Romania.